15.835 | Spring 2002 | Graduate

Entrepreneurial Marketing

Lecture Notes

Selected lecture notes from the first half of the course are available below.

Lec # Topics Files
Module 1: Marketing and Entrepreneurship
1 Introduction (PDF)
2 Sustaining Competitive Advantages of New Ventures (PDF)
3 Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus  
Module 2: Identifying Market Opportunities
4 Market Research (PDF)
5 Wildfire Communications (PDF)
6 Demand Forecasting (PDF)
7 AT&T; USA Direct In-Languge Service: India (PDF)
Module 3: Market Development
8 Creating a New Market (PDF)
9 Segmentation and Targeting (PDF)
10 Product Concept Development (PDF)
11 Focus vs Diversification  
12 Positioning Tools (PDF)

Course Info

As Taught In
Spring 2002
Learning Resource Types
Lecture Notes
Written Assignments with Examples